In Italy, users who logged to the internet through pc at least one time in July 2014 are 26,4 million and they reach a decrease of -2% compared to July 2013.
Related to 2013, the average daily audience of the Internet has decreased by -5,5%, arriving to 12,1 million users: on the average day, the most active target belongs to the age group 35-54 years (the typical working class age) and represents 49,7% of active users.
The data on users connected to the internet reaches 41,5 million.
If we make a distinction based on gender, the analysis shows that on the average day, 6,9 million of men are online. The age group more connected on the average day is the one which goes from 35 to 54 years (47%). On the average day, women online are 5,1 million and even in this case the predominant age range is 35 to 54 years (53,3%)
The number of users on the average day is decreasing and the daily time devoted to surfing the Internet reaches 1 hour and 14 minutes (1 hour and 17 minutes in July 2013).
This is probably due to a continuous improvement of technologies related to internet speed and the increasing attention to the websites optimization. Note also that the data analyzed do not include access to mobile internet (smartphones and tablets).
The time slot between 15.00 and 18.00 records the peak of active users (51,9% of active users). Other slots in scalar order for the number of active users are 12.00 to 15.00 time slot (51%), 18.00-21.00 (49%) and 9.00 – 12.00 (45,6%).
The area of the South of Italy and the Islands appears to be the one with the highest number of active users, reaching daily an average of 3,7 million users (30,6%) on active users on an average day. On the average day, 3,2 million users are active in the North-West (26,7%), 2 million in the Centre (16,8%) and 1,7 million in the North-East (14,3%).
Finally, an interesting fact appears to be the one related to the online video content fruition of Audiweb of Video Objects: unique users in the month of July who viewed at least one video (on one of the sites of publishers subscribed to the service) are about 8,7 million while in the average daily figure stood at 1,4 million unique users. Regarding the stream views they will reach 176 million on sites recorded for the month of July instead on an average day the stream views reach 5,7 million.
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